How do you make an underwear launch really take off? You use it to help lighten the delivery of stock market information in a less-than-ideal economic climate. When PUMA approached Droga5 to launch their new Bodywear collection in autumn 2009, the brand faced a crowded category and the depths of the economic crisis. To meet this challenge while staying true to PUMA’s brand promise of bringing joy to everyday moments, Droga5 created the PUMA Index—a real-time stock ticker with a twist. When the markets went down, the clothes came off.